The FA "has kicked off a campaign to tackle and counteract discouraging images of girls' football and has hired Adam & Eve/DDB to develop it," according to Maisie McCabe of CAMPAIGN LIVE. The national initiative began on Tuesday as the England Women’s team played its first game against France in the Women's World Cup. Adam & Eve/DDB "has been tasked with exposing incorrect stereotypes, challenge the idea that football is a boy’s game and increase the number of 7- to 11-year-old girls playing football." The Omnicom agency "developed the #WeCanPlay brand alongside Mischief PR and the two agencies will activate the brand through online and print media." To launch the initiative, the FA "released research that found just over half of girls felt football was a game for them." The FA also found "four out of five girls who play football do not feel confident about doing so." FA Head of Marketing Russell James said, "Women’s and girls football has come a long way in recent years but now is the time for society to question why antiquated attitudes towards girls playing the nation’s favorite game persist" (CAMPAIGN LIVE, 6/9).
